Search results for: marketing communications

Authors: Min Li, Tao Li

Abstract:

This paper constructs a four factors theoretical model of Chinese small and medium enterprises based on the “cartoon characters- reputation - enterprise marketing and management capabilities – protection of the cartoon image - institutional environment" by literature research, case studies and investigation. The empirical study show that the greatest impact on current merchandising rights income is the institutional environment friendliness, followed by marketing and management capabilities, input of character image protection and Cartoon characters- reputation through the real-time grey relational analysis, and the greatest impact on post-merchandising rights profit is Cartoon characters reputation, followed by the institutional environment friendliness, then marketing and management ability and input of character image protection through the time-delay grey relational analysis.

Keywords: Cartoon characters, merchandising rights, influencefactors, grey relational analysis

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Authors: B. Zatwarnicka-Madura

Abstract:

The objective of the article was to identify the impacts of gamification on customers' behaviour. The most important applications of games in marketing and mechanisms of gamification are presented in the article. A detailed analysis of the influence of gamification on customers using two brands, Foursquare and Nike, was also presented. Research studies using auditory survey methods were carried out among 176 young respondents, who are potential targets of gamification. The studies confirmed a huge participation of young people in customer loyalty programs with relatively low participation in other gamificationbased marketing activities. The research findings clearly indicate that gamification mechanisms are the most attractive.

Keywords: Customer loyalty, games, gamification, social aspects.

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Authors: Marko Mailand, Hans-Joachim Jentschel

Abstract:

For today-s and future wireless communications applications, more and more data traffic has to be transmitted with growing speed and quality demands. The analog front-end of any mobile device has to cope with very hard specifications regardless which transmission standard has to be supported. State-of-the-art analog front-end implementations are reaching the limit of technical feasibility. For that reason, alternative front-end architectures could support a continuing development of mobile communications e.g., six-port-based front-ends [1], [2]. In this article we propose an analog front-end with high intermediate frequency and which utilizes additive mixing instead of multiplicative mixing. The system architecture is presented and several spurious effects as well as their influence on the system dimensioning are discussed. Furthermore, several issues concerning the technical feasibility are provided and some simulation results are discussed which show the principle functionality of the proposed superposition heterodyne receiver.

Keywords: receivers, analog front-end, heterodyning, self-mixing.

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Authors: M. Arefi, A.M. Amini, K. Fallahi

Abstract:

One of the basic concepts in marketing is the concept of meeting customers- needs. Since customer satisfaction is essential for lasting survival and development of a business, screening and observing customer satisfaction and recognizing its underlying factors must be one of the key activities of every business. The purpose of this study is to recognize the drivers that effect customer satisfaction in a business-to-business situation in order to improve marketing activities. We conducted a survey in which 93 business customers of a manufacturer of Diesel Generator in Iran participated and they talked about their ideas and satisfaction of supplier-s services related to its products. We developed the measures for drivers of satisfaction first by as investigative research (by means of feedback from executives and customers of sponsoring firm). Then based on these measures, we created a mail survey, and asked the respondents to explain their opinion about the sponsoring firm which was a supplier of diesel generator and similar products. Furthermore, the survey required the participants to mention their functional areas and their company features. In Conclusion we found that there are three drivers for customer satisfaction, which are reliability, information about product, and commercial features. Buyers/users from different functional areas attribute different degree of importance to the last two drivers. For instance, people from buying and management areas believe that commercial features are more important than information about products. But people in engineering, maintenance and production areas believe that having information about products is more important than commercial aspects. Marketing experts should consider the attribute of customers regarding information about the product and commercial features to improve market share.

Keywords: B2B, Customer satisfaction, Commercial, Industry.

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Authors: K. Kemih, M. Benslama

Abstract:

This paper investigates the problem of spreading sequence and receiver code synchronization techniques for satellite based CDMA communications systems. The performance of CDMA system depends on the autocorrelation and cross-correlation properties of the used spreading sequences. In this paper we propose the uses of chaotic Lu system to generate binary sequences for spreading codes in a direct sequence spread CDMA system. To minimize multiple access interference (MAI) we propose the use of genetic algorithm for optimum selection of chaotic spreading sequences. To solve the problem of transmitter-receiver synchronization, we use the passivity controls. The concept of semipassivity is defined to find simple conditions which ensure boundedness of the solutions of coupled Lu systems. Numerical results are presented to show the effectiveness of the proposed approach.

Keywords: About Chaotic Lu system, synchronization, Spreading sequence, Genetic Algorithm. Passive System

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Authors: Naser Ojaroudi Parchin, Haleh Jahanbakhsh Basherlou, Raed A. Abd-Alhameed, Peter S. Excell

Abstract:

In this paper, a multiple-input/multiple-output (MIMO) antenna design with polarization and radiation pattern diversity is presented for future smartphones. The configuration of the design consists of four double-fed circular-ring antenna elements located at different edges of the printed circuit board (PCB) with an FR-4 substrate and overall dimension of 75×150 mm². The antenna elements are fed by 50-Ohm microstrip-lines and provide polarization and radiation pattern diversity function due to the orthogonal placement of their feed lines. A good impedance bandwidth (S₁₁ ≤ -10 dB) of 3.4-3.8 GHz has been obtained for the smartphone antenna array. However, for S₁₁ ≤ -6 dB, this value is 3.25-3.95 GHz. More than 3 dB realized gain and 80% total efficiency are achieved for the single-element radiator. The presented design not only provides the required radiation coverage but also generates the polarization diversity characteristic.

Keywords: Cellular communications, MIMO systems, mobile-phone antenna, polarization diversity.

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Authors: Pibool Waijittragum

Abstract:

The purpose of this research is to analyze the marketing strategies of Thai Halal products which related to the way of life for Thai Muslims. The expected benefit is the marketing strategy for brand building process for Halal products in Thailand. 4 elements of marketing strategies which necessary for the brand identity creation is the research framework: consists of Attributes, Benefits, Values and Personality. The research methodology was applied using qualitative and quantitative; 19 marketing experts with dynamic roles in Thai consumer products were interviewed. In addition, a field survey of 122 Thai Muslims selected from 175 Muslim communities in Bangkok was studied. Data analysis will be according to 5 categories of Thai Halal product: 1) Meat 2) Vegetable and Fruits 3) Instant foods and Garnishing ingredient 4) Beverages, Desserts and Snacks 5) Hygienic daily products; such as soap, shampoo and body lotion. The results will explain some suitable representation in the marketing strategies of Thai Halal products as are: 1) Benefit; the characteristics of the product with its benefit. Consumers will purchase this product with the reason of; it is beneficial nutrients product, there are no toxic or chemical residues. Fresh and clean materials 2) Attribute; the exterior images that attract to consumer. Consumers will purchase this product with the reason of; there is a standard proof mark, food and drug secure proof mark and Halal products mark. Packaging and its materials should be draw attention. Use an attractive graphic. Use outstanding images of product, material or ingredients. 3) Value; the value of products that affect to consumers perception; it is healthy products. Accumulate quality of life. It is a product of expertise, manufacturing of research result. Consumers are important. It’s sincere, honest and reliable to all. 4) Personality; reflection of consumers thought. The Personality feedback to them after they were consumes this product; they are health care persons. They are the rational person, moral person, justice person and thoughtful person like a progressive thinking.

Keywords: Marketing strategies, Product identity, Branding, Thai Halal products.

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Authors: Aida Amirazodi

Abstract:

"Bazaar" is a Persian word from the language of Iranians of 2500 years ago which has entered the languages of other countries. “Bazaar", the trading or marketing place with the architectural principles and concerns, was formed in Iran because of the long experience of marketing. This has become a valuable inheritance of Islamic ideological civilization and Iranian advanced architecture and a model of Islamic-marketing places with spectacular elements and parts, and the place for economical, social and cultural exchanges. “Bazaars" are found in cities of Iran and many Islamic countries in west of Asia and north of Africa. With the stable structure and function as a symbol of social values, this place has become the economic center and the illustration of stable architecture and advanced principles. “Bazaars" as the heart of Iranian cities economy with several major and minor rows of shops, in closed and open areas, along a fixed line or branches with beautiful arcs, patios, and frameworks are among the main national inheritance of Iran and one of the important Iranian architectural treasures because of its Iranian nobility.

Keywords: Traditional Bazaar, Form of Bazaar, Iranian Architecture

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Authors: Ali Hajiesmaeili, Mehdi Rahimi, Ehsan Jaberi, Amir Abbas Hosseini

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The purpose of this study is investigating the influences of logistics performance on organizational performance including both marketing & financial aspects, and showing the financial impacts of selecting the right marketing and logistics priorities in line with their supply chain type, and also giving the practitioners an advance identification of their priorities and participation types of supply chain, and the best combination of their strategies and resources in this regard. We made use of the original model’s questionnaire to gather all expert’s data and also SPSS and AMOS Ver.22 to analyze the gathered data. CFA method was also used to test whether a relationship between observed variables and their underlying latent constructs exists. Supply chain strategy implementation leads to logistics performance improvement, and marketing performance will be affected as well. Logistics service providers should focus on enhancement of supply chain performance, since logistics performance has been considered as a basis of evaluation of supply chain management strategy. Consequently, performance of the organization will be enhanced. This case is the first research made in Iran that analyzes the relationship between Logistics & Organizational performance in Home Appliances and Home Entertainment companies.

Keywords: Logistics, organizational performance, supply chain, supply chain strategy.

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Authors: Pibool Waijittragum

Abstract:

The purpose of this paper is to synthesize the research result of brand Identities of Thai Halal brands which related to the way of life for Thai Muslims. The results will be transforming to Thai Halal Brands packaging and label design. The expected benefit is an alternative of marketing strategy for brand building process for Halal products in Thailand. Four elements of marketing strategies which necessary for the brand identity creation is the research framework: consists of Attributes, Benefits, Values and Personality. The research methodology was applied using qualitative and quantitative; 19 marketing experts with dynamic roles in Thai consumer products were interviewed. In addition, a field survey of 122 Thai Muslims selected from 175 Muslim communities in Bangkok was studied. Data analysis will be according to 5 categories of Thai Halal product: 1) Meat 2) Vegetable and Fruits 3) Instant foods and Garnishing ingredient 4) Beverages, Desserts and Snacks 5) Hygienic daily products.

The results will explain some suitable approach for brand Identities of Thai Halal brands as are: 1) Benefit approach as the characteristics of the product with its benefit. The brand identity created transform to the packaging design should be clear and display a fresh product 2) Value approach as the value of products that affect to consumers’ perception. The brand identity created transform to the packaging design should be simply look and using a trustful image 3) Personality approach as the reflection of consumers thought. The brand identity created transform to the packaging design should be sincere, enjoyable, merry, flamboyant look and using a humoristic image.

Keywords: Marketing strategies, Brand identity, Packaging and Label Design, Thai Halal products.

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Authors: Omer K. Jasim, Safia Abbas, El-Sayed M. El-Horbaty, Abdel-Badeeh M. Salem

Abstract:

Cloud computing technology is very useful in present day to day life, it uses the internet and the central remote servers to provide and maintain data as well as applications. Such applications in turn can be used by the end users via the cloud communications without any installation. Moreover, the end users’ data files can be accessed and manipulated from any other computer using the internet services. Despite the flexibility of data and application accessing and usage that cloud computing environments provide, there are many questions still coming up on how to gain a trusted environment that protect data and applications in clouds from hackers and intruders. This paper surveys the “keys generation and management” mechanism and encryption/decryption algorithms used in cloud computing environments, we proposed new security architecture for cloud computing environment that considers the various security gaps as much as possible. A new cryptographic environment that implements quantum mechanics in order to gain more trusted with less computation cloud communications is given.

Keywords: Cloud Computing, Cloud Encryption Model, Quantum Key Distribution.

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Authors: Sunmyeng Kim

Abstract:

IEEE 802.11a/b/g standards support multiple transmission rates. Even though the use of multiple transmission rates increase the WLAN capacity, this feature leads to the performance anomaly problem. Cooperative communication was introduced to relieve the performance anomaly problem. Data packets are delivered to the destination much faster through a relay node with high rate than through direct transmission to the destination at low rate. In the legacy cooperative protocols, a source node chooses a relay node only based on the transmission rate. Therefore, they are not so feasible in multi-flow environments since they do not consider the effect of other flows. To alleviate the effect, we propose a new relay node selection algorithm based on the transmission rate and channel contention level. Performance evaluation is conducted using simulation, and shows that the proposed protocol significantly outperforms the previous protocol in terms of throughput and delay.

Keywords: Cooperative communications, MAC protocol, Relay node, WLAN.

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Authors: Yue-Yang Chen, Hui-Ling Huang, Wan-Yu Yu, Chung-Lun Wei

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In recent years, though, the concept of fit has been now in widespread used in strategic management research, it is in its infancy for applying fit concept to service innovation issue. Therefore, drawing on the concept of fit, this present research proposed an innovation service fit model within service innovation, market orientation, marketing strategy, and IT adoption are coexisted. The perspective of fit as covariation will be employed to test the hypothesis and identify the effects of fit. We contend that the fit among these four factors will contribution to business performance. Finally, according to the empirical data collected from manufacturing, service, and financial industry in Taiwan, meaningful findings and conclusions will be proposed and discussed.

Keywords: Service innovation, market orientation, IT adoption, marketing strategy, fit

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Authors: M. Naresh Kumar, Abhijit Mitra, C. Ardil

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A fast adaptive Tomlinson Harashima (T-H) precoder structure is presented for indoor wireless communications, where the channel may vary due to rotation and small movement of the mobile terminal. A frequency-selective slow fading channel which is time-invariant over a frame is assumed. In this adaptive T-H precoder, feedback coefficients are updated at the end of every uplink frame by using system identification technique for channel estimation in contrary with the conventional T-H precoding concept where the channel is estimated during the starting of the uplink frame via Wiener solution. In conventional T-H precoder it is assumed the channel is time-invariant in both uplink and downlink frames. However assuming the channel is time-invariant over only one frame instead of two, the proposed adaptive T-H precoder yields better performance than conventional T-H precoder if the channel is varied in uplink after receiving the training sequence.

Keywords: Tomlinson-Harashima precoder, Adaptive channel estimation, Indoor wireless communication, Bit error rate.

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Authors: F. Mehran

Abstract:

In this paper, we study a class of serially concatenated block codes (SCBC) based on matrix interleavers, to be employed in fixed wireless communication systems. The performances of SCBC¬coded systems are investigated under various interleaver dimensions. Numerical results reveal that the matrix interleaver could be a competitive candidate over conventional block interleaver for frame lengths of 200 bits; hence, the SCBC coding based on matrix interleaver is a promising technique to be employed for speech transmission applications in many international standards such as pan-European Global System for Mobile communications (GSM), Digital Cellular Systems (DCS) 1800, and Joint Detection Code Division Multiple Access (JD-CDMA) mobile radio systems, where the speech frame contains around 200 bits.

Keywords: Matrix Interleaver, serial concatenated block codes (SCBC), turbo codes, wireless communications.

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Authors: Pranee Tridhoskul

Abstract:

This research paper is aimed to examine a relationship between the service marketing mix and customers’ frequency of use of service at Mercedes Benz Auto Repair Centres under Thonburi Group, Thailand. Based on 2,267 customers who used the service of Thonburi Group’s Auto Repair Centres as the population, the sampling of this research was a total of 340 samples, by use of Probability Sampling Technique. Systematic Random Sampling was applied by use of questionnaire in collecting the data at Thonburi Group’s Auto Repair Centres. Mean and Pearson’s basic statistical correlations were utilized in analyzing the data. The study discovered a medium level of customers’ perception towards product and service of Thonburi Group’s Auto Repair Centres, price, place or distribution channel and promotion. People who provided service were perceived also at a medium level, whereas the physical evidence and service process were perceived at a high level. Furthermore, there appeared a correlation between the physical evidence and service process, and customers’ frequency of use of automobile service per year.

Keywords: Service Marketing Mix, Behavior, Mercedes Auto Service Centre.

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Authors: Joohee Kim

Abstract:

This paper presents a video transmission system using layered multiple description (coding (MDC) and multi-path transport for reliable video communications in wireless ad-hoc networks. The proposed MDC extends a quality-scalable H.264/AVC video coding algorithm to generate two independent descriptions. The two descriptions are transmitted over different paths to a receiver in order to alleviate the effect of unstable channel conditions of wireless adhoc networks. If one description is lost due to transmission erros, then the correctly received description is used to estimate the lost information of the corrupted description. The proposed MD coder maintains an adequate video quality as long as both description are not simultaneously lost. Simulation results show that the proposed MD coding combined with multi-path transport system is largely immune to packet losses, and therefore, can be a promising solution for robust video communications over wireless ad-hoc networks.

Keywords: Multiple description coding, wireless video streaming, rate control.

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Authors: G. Chung, B. Choi

Abstract:

Very few studies have examined performance implications of strategic alliance announcements in the information technologies industry from a resource-based view. Furthermore, none of these studies have investigated resource congruence and alliance motive as potential sources of abnormal firm performance. This paper extends upon current resource-based literature to discover and explore linkages between these concepts and the practical performance of strategic alliances. This study finds that strategic alliance announcements have provided overall abnormal positive returns, and that marketing alliances with marketing resource incongruence have also contributed to significant firm performance.

Keywords: Event study methodology, resource-based theory, resource relatedness, strategic alliance.

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Authors: Farnaz G. Nezami, Mir B. Aryanezhad, Seyed J. Sadjadi

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In this paper a nonlinear model is presented to demonstrate the relation between production and marketing departments. By introducing some functions such as pricing cost and market share loss functions it will be tried to show some aspects of market modelling which has not been regarded before. The proposed model will be a constrained signomial geometric programming model. For model solving, after variables- modifications an iterative technique based on the concept of geometric mean will be introduced to solve the resulting non-standard posynomial model which can be applied to a wide variety of models in non-standard posynomial geometric programming form. At the end a numerical analysis will be presented to accredit the validity of the mentioned model.

Keywords: Geometric programming, marketing, nonlinear optimization, production.

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Authors: Isaac O. Asante, Yushi Jiang, Hailin Tao

Abstract:

Livestreaming marketing, the new electronic commerce element, has become an optional marketing channel following the COVID-19 pandemic, and many sellers are leveraging the features presented by livestreaming to increase sales. This study was conducted to measure real-time observable interactions between consumers and sellers. Based on the affordance theory, this study conceptualized constructs representing the interactive features and examined how they drive consumers’ purchase willingness during livestreaming sessions using 1238 datasets from Amazon Live, following the manual observation of transaction records. Using structural equation modeling, the ordinary least square regression suggests that live viewers, new followers, live chats, and likes positively affect purchase willingness. The Sobel and Monte Carlo tests show that new followers, live chats, and likes significantly mediate the relationship between live viewers and purchase willingness. The study presents a way of measuring interactions in livestreaming commerce and proposes a way to manually gather data on consumer behaviors in livestreaming platforms when the application programming interface (API) of such platforms does not support data mining algorithms.

Keywords: Livestreaming marketing, live chats, live viewers, likes, new followers, purchase willingness.

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Authors: Hyejin Pak, Changsoo Kim, Healahng Choi

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The resident registration number was adopted for the purposes of enhanced services for resident convenience and effective performance of governmental administrative affairs. However, it has been used for identification purposes customarily and irrationally in line with the development and spread of the Internet. In response to the growing concern about the leakage of collected RRNs and possible abuses of stolen RRNs, e.g. identity theft, for crimes, the Korean Communications Commission began to take legal/regulatory actions in 2011 to minimize the online collection and use of resident registration numbers. As the use of the RRN was limited after the revision of the Act on Promotion of Information and Communications Network Utilization and Information Protection, etc., online business providers were required to have alternatives to the RRN for the purpose of identifying the user's identity and age, in compliance with the law, and settling disputes with customers. This paper presents means of verifying the personal identity by taking advantage of the commonly used infrastructure and simply replacing personal information entered and stored, without requiring users to enter their RRNs.

Keywords: Resident Registration Numbers(RRNs), Alternative identification for RRNs.

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Authors: Pat Nelson

Abstract:

Since the release of the 21^st century policing report in the United States, the techniques of de-escalation have received a lot of attention and focus in political systems, policy changes, and the media. The challenge in professional peace officer education is that there is a vast range of defining de-escalation and understanding the various techniques involved, many of which are based on popular media. This research surveyed professional peace officer education university students on their definition of de-escalation and the techniques associated with de-escalation before specific communications coursework was completed. The students were then surveyed after the communication coursework was completed to determine the changes in defining and understanding de-escalation techniques. This research has found that clearly defining de-escalation and emphasizing the broad range of techniques available enhances the students’ understanding and application of proper de-escalation. This research demonstrates the need for professional peace officer education to move students from media concepts of law enforcement to theoretical concepts.

Keywords: Criminal justice education, de-escalation, law enforcement, peace officer communications.

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Authors: Juan F. Gutierrez, Jesus M. Quintero, Diego Sandoval

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An important feature of Lighting Emitting Diodes (LED) technology is the fast on-off commutation. This fact allows data transmission using modulation formats such as On-Off Keying (OOK) and Color Shift Keying (CSK). Since, CSK based on three color bands uses red, green, and blue monochromatic LED (RGB-LED) to define a pattern of chromaticities; this type of CSK provides poor color quality on the illuminated area. In this work, we present the design and implementation of a VLC system using RGB-based CSK with 16, 8, and 4 color points, mixing with a steady baseline of a phosphor white-LED, to improve the color quality of the LED-Fixture. The experimental system was assessed in terms of the Symbol Error Rate (SER) and the Color Rendering Index (CRI). Good color quality performance of the LED-Fixture was obtained with an acceptable SER. We describe the laboratory setup used to characterize and calibrate an LED-Fixture.

Keywords: Color rendering index, symbol error rate, color shift keying, visible light communications.

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Authors: Mohammad J. Almalkawi

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In this communication, a low-cost circularly polarized wire antenna exhibiting improved gain performance for Dedicated Short Range Communications (DSRC), vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) communications is presented. The proposed antenna comprises a Y-shaped quarterwavelength monopole antenna surrounded by two iterations of eight conductive arched walls acting as parasitic elements to enhance the overall antenna gain and to shape the radiation pattern in the H-plane. A hemispherical radome shell is added to protect the antenna structure and its effect on the antenna performance is discussed. The designed antenna demonstrates antenna gain of 8.2 dB with omnidirectional far-field radiation pattern in the H-plane. The gain of the proposed antenna is also compared with the characteristic of the stand-alone Y-shaped monopole to highlight the advantages of the proposed approach.

Keywords: Circularly polarized, dedicated short-range communication, omnidirectional pattern, vehicle-to-infrastructure (V2I), vehicle-to-vehicle (V2V), Y-shaped wire monopole antenna.

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Authors: F. Apaydın

Abstract:

In this empirical research, how marketing managers evaluate their firms- performances and decide to make innovation is examined. They use some standards which are past performance of the firm, target performance of the firm, competitor performance, and average performance of the industry to compare and evaluate the firms- performances. It is hypothesized that marketing managers and owners of the firm compare the firms- current performance with these four standards at the same time to decide when to make innovation relating to any aspects of the firm, either management style or products. Relationship between the comparison of the firm-s performance with these standards and innovation are searched in the same regression model. The results of the regression analysis are discussed and some recommendations are made for future studies and applicants.

Keywords: Innovation, performance evaluation standards

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Authors: Petr Cernohorsky, Jan Voracek

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Well-developed strategic marketing planning is the essential prerequisite for establishment of the right and unique competitive advantage. Typical market, however, is a heterogeneous and decentralized structure with natural involvement of individual or group subjectivity and irrationality. These features cannot be fully expressed with one-shot rigorous formal models based on, e.g. mathematics, statistics or empirical formulas. We present an innovative solution, extending the domain of agent based computational economics towards the concept of hybrid modeling in service provider and consumer market such as telecommunications. The behavior of the market is described by two classes of agents - consumer and service provider agents - whose internal dynamics are fundamentally different. Customers are rather free multi-state structures, adjusting behavior and preferences quickly in accordance with time and changing environment. Producers, on the contrary, are traditionally structured companies with comparable internal processes and specific managerial policies. Their business momentum is higher and immediate reaction possibilities limited. This limitation underlines importance of proper strategic planning as the main process advising managers in time whether to continue with more or less the same business or whether to consider the need for future structural changes that would ensure retention of existing customers or acquisition of new ones.

Keywords: Agent-based computational economics, hybrid modeling, strategic marketing, system dynamics.

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Authors: Göksel Şimşek

Abstract:

Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create.

This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of celebrities in advertisements and marketing communication and try to understand their possible effects on subsequent purchasing decisions. In addition, consumers’ reactions and perceptions were investigated in the context of the product-celebrity match, to what extent the celebrity conforms to the concept of the advertisement and the celebrity-target audience match.

In  order  to  achieve  this  purpose, a  quantitative research  was conducted  as a case  study concerning  Mavi Jeans  (textile company). Information was obtained through survey. The results from this case study are supported by relevant theories concerning the main subject. The most valuable result would be that instead of creating an advertisement around a celebrity in demand at the time, using a celebrity that fits the concept of the advertisement and feeds the concept rather than replaces it, that is celebrity endorsement, will lead to more striking and positive results.

Keywords: Celebrity endorsement, product-celebrity match, advertising.

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Authors: Susmita Ghosh, Bhaskar Bhowmick

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Market is an important factor for start-ups to look into during decision-making in product development and related areas. Emerging country markets are more uncertain in terms of information availability and institutional supports. The literature review of market uncertainty reveals the need for identifying factors representing the market uncertainty. This paper identifies factors for market uncertainty using Exploratory Factor Analysis (EFA) and confirmed the number of factor retention using an alternative factor retention criterion ‘Parallel Analysis’. 500 entrepreneurs, engaged in start-ups from all over India participated in the study. This paper concludes with the factor structure of ‘market uncertainty’ having dimensions of uncertainty in industry orientation, uncertainty in customer orientation and uncertainty in marketing orientation.

Keywords: Uncertainty, market, orientation, competitor, demand.

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Authors: Hyoung-Muk Lim, Won-Jun Choi, Jae-Seon Yoon, Hyoung-Kyu Song

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Space-time block code(STBC) has been studied to get full diversity and full rate in multiple input multiple output(MIMO) system. Achieving full rate is difficult in cooperative communications due to the each user consumes the time slots for transmitting information in cooperation phase. So combining MIMO systems with cooperative communications has been researched for full diversity and full rate. In orthogonal frequency division multiple access (OFDMA) system, it is an alternative way that each user shares their allocated subchannels instead of using the MIMO system to improve the transmission rate. In this paper, a Decode-and-forward (DF) based cooperative communication scheme is proposed. The proposed scheme has improved transmission rate and reliability in multi-path fading channel of the OFDMA up-link condition by modified STBC structure and subchannel sharing.

Keywords: cooperation, improved rate, OFDMA, STBC.

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Authors: Maia Seturi, Tamari Todua

Abstract:

Economic growth is seen as the increase in the production capacity of a country. It enables a country to produce more and more material wealth and social benefits. Today, the success of any product on the market is closely related to the issue of branding. The brand is a source of information for a user/consumer, which helps to simplify the choice of goods and reduce consumer risk. The paper studies the role of branding in order to promote Georgian tea brands. The main focus of the research is directed to consumer attitudes regarding Georgian tea brands. The methodology of the paper is based on marketing research. The findings study revealed that the majority of consumers prefer foreign tea brands. The final part of the article presents the main recommendations.

Keywords: Marketing research, customer behavior, brand, successful brand.

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